Meet Australian beauty media’s freshest face

Landing on Australian soil just six weeks ago,  is quickly familiarising herself with the local beauty industry. Already a regular contributor to The Huffington Post’s lifestyle section, we chat to the freelance journalist about her career, the big move to Sydney, and the ins and outs of freelancing.
 
Can you tell me a bit about your media career? 
[In college] I majored in Fashion Communications and was the fashion and beauty editor of the school's newspaper. I went on to intern at notable publications across North America and Europe, which inspired me to start a blog to chronicle all of the exciting things I was seeing and doing, as well as share my new favourite tips and trends I learned in the offices. I was especially influenced at ELLE, as I was in the beauty department (my favourite!) and the editors really mentored me and allowed me to do a lot of work.
 
This opened the door for me to become the lifestyle editor of a digital publication, [where I developed] my voice and got a really good understanding of the media industry. Being responsible for writing, editing, assigning stories, creating editorial calendars and everything else that came along with the role helped guide me to pursue a freelance career.
 
I also fell deeply, head-over-heels in love with my now-husband, and he shares a taste for travel as much as I do. With our careers giving us the ability to work from anywhere in the world, we moved all over, from South America to the Caribbean to now residing in Sydney.  As a freelancer, I love having the capability to contribute beauty, health and fashion content to international print and digital outlets alike no matter where I am. I also love the challenge of creating the pertinent voice and style of writing for various types of work.
 
I also really enjoy the creative aspect of being a freelancer in the media; one day, I’m writing my monthly healthy body column for a print fitness magazine; the next, I’m interviewing a hair and make-up team backstage at a fashion show for a trends piece with a quick turnaround for a fashion magazine’s digital space. Knowing the audience in which I am creating the content for is imperative, and living and working with people from all four corners of the earth has really benefitted this.
 
When did you move out to Australia? 
Very recently! I’ve been here for about six weeks, and really love it. I lived in Melbourne a few years back, but am really sanguine about being in Sydney; there’s a certain languorous quality, yet there is poise. It’s illuminating and transcendent, I adore being here.
 
What are some of the media gigs you've been involved in since arriving?
I’m delighted to already be [collaborating] with a number of fabulously talented PR agencies, media outlets and professionals in the fashion and beauty industries here. I was supremely lucky to relocate in alliance with MBFWA in Sydney; there is always lots of exciting content to create, and inspiration for story ideas. I reported on backstage hair and make-up looks and trends, as well as interviewed a number of esteemed designers and industry professionals. MBFWA was a great way to build relationships with a network of like-minded people, as well as learn the Australian industry a little bit, too.
 
It’s exciting to have a bit of a new perspective here; with the seasons being opposite and so many different brands and companies to work with, my scope and breadth of creating relevant content and reaching new audiences has been really incredible so far. I’m also still working with publications in North America — it’s been a bit of an adjustment conducting interviews, as it’s often in the middle of the night for me!
 
You did some work for The Huffington Post during MBFWA. Are you doing further work with the publication?
Constantly! I really love contributing to The Huffington Post — I create beauty, health and fashion content for the style vertical, and enjoy flexing my creative writing skills. Sometimes, I write anecdotal, lighthearted stories; other times, I report with a mellifluous tone; and still others, use a mordent or proverbial voice to suit the topic.
 
My focus is always to deliver clear, concise and engaging content, and integrity is huge for me; I feel really strongly about solely featuring products, people and presentations I believe in, and The Huffington Post never requires me to compromise that in any way. It’s also a symbiotic relationship, as diversifying in styles of writing benefits lots of other work I do as well.
 
How have you found the freelancing industry in Australia since moving here?
Having BEAUTYDIRECTORY as a Rolodex has greatly helped in introducing me to local media and PR agency contacts. Most of my North American contacts connected me to their Australian counterparts, but there are so many other Australian brands and outlets I’ve been introduced to that I’m really excited to be working with. The freelancing industry here is really exciting, as [there are plenty of] prospects to be challenged to write in different styles and verticals pertaining to my passions.
 
How does it compare with freelancing in Canada?
In my experience, it’s not so much the location that makes the work different, but the specific voice and type of content per each publication’s style. In saying that, in Canada, I am assigned stories as often as I pitch them. It seems like most assigned stories here are done in-house, so creating unique, interesting and entertaining ideas that can’t be written in-house seems imperative to freelancing here. I have noticed you need bit more chicanery for product availability; everything ships to Canada, but not so much here. I’m finding lots of local alternatives though, which is fun and exciting.
 
Are you doing much work in beauty?
Yes! Beauty is my favorite topic to write about, so I often seek out [beauty-related] assignments. I’m currently working on summer stories for North American and European outlets, like skincare and hair care prep and recovery, innovative body treatments and products that stand out in the hotter weather. On this side, I’m writing pieces that focus on keeping fit and healthy during winter, and featuring lots of replenishing and revitalising products. I’m always in the middle of writing several pieces at once, and love the demand of keeping on top of it all — creating beauty content is truly one of life’s greatest pleasures for me, and I feel really lucky to be doing what I love. 
 
Have you found the Australian beauty industry welcoming? 
Very much so! I find everyone here in general to be lovely, and the beauty industry is no exception.
 
You also have a beautiful blog. Is blogging a focus for you? 
Thank you! When I first started my blog, it was because I couldn’t contain my excitement about all of the fascinating things I was doing, seeing and learning while interning. I’ve always kept it, as it’s fun for me to post pieces about new beauty launches I’m loving, or to report on a trend I can really get behind. More so though, I use it as a digital CV; I repost a select few articles on https://amouraimee.com to highlight the different types of work I create, which is ostensibly beneficial as a freelancer.
 
What is the allure of having your own blog? 
Starting my own blog at the beginning of my career really allowed me to further develop and sharpen my writing skills, and granted me 100 per cent creative control over everything from the content to the images to the tags. Over time, the allure shifted to giving me the allowance to pave my own career path in the media as a freelance writer as I gained exposure and found my voice.
 
What freelance work are you available for?
Anything and everything surrounding fashion, health, lifestyle, and especially beauty. For writing enquiries, please feel free to reach out to me at info@amouraimee.com.